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Niat Membeli dan Kepercayaan Pelanggan Online Marketplace
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This research is to determine the factors that influence the purchase intention of
customers or potential customers that mediated by trust in online marketplaces during the
COVID-19 pandemic and entering the digital era 4.0. This study used quantitative descriptive
method by distributing questionnaires to respondents. The sample used was 306 respondents.
This research uses path analysis techniques with the Structural Equation Model (SEM) Partial
Least Square (PLS) method with the help of SmartPLS software. The results of the direct
influence hypothesis test show a significant and positive influence on each latent variable
except for the results of the hypothesis test of the effect of ease on trust which has a direct but
not significant and positive influence. While in the indirect influence test, latent variables have
a significant and positive indirect influence, except for the indirect influence of convenience on
purchase intention mediated by customer or prospective customer confidence. Thus,
marketplace application business people are expected to improve digital marketing services,
especially in the ease of using applications so that they can increase purchase intent that further
makes transactions on marketplace applications.
Marthaleina Ruminda Sitorus - Personal Name
Sarfilianty Anggiani - Personal Name
Yuliantini - Personal Name
Yulianti Keke - Personal Name
Abdul Ghafar - Personal Name
Sarfilianty Anggiani - Personal Name
Yuliantini - Personal Name
Yulianti Keke - Personal Name
Abdul Ghafar - Personal Name
2407-635x
NONE
electronic file
Indonesia
ITL Trisakti Press
2022
Jakarta
Jurna l Manajemen Bisnis Transportasi dan Logistik – Vol. 8, No. 2, Desember 2022
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